【正文】 to them or flatter their own colour, they will reject the fashion. Functional attributes in sportswear include quickdry, breathable, waterproof, odourresistant, lightweight, and antimicrobial and finally, durability which is the use life of garments. For instance, some consumers wear their sportswear for heavy work and some for leisure and sports, as they need a lot of movement, while durability is an important consideration in purchasing sportswear. Perfectionist or quality consciousness is defined as an awareness of and desire for high quality products, and the need to make the best or perfect choice versus buying the first product or brand available. This indicates that quality characteristics are also related to performance. Price According to Cadogan and Foster, price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favoured brand, so, their purchase intention is not easily affected by price. In addition, customers have a strong belief in the price and value of their favourite brands so much so that they would pare and evaluate prices with alternative brands . Consumers’ satisfaction can also be built by paring price with perceived costs and values. If the perceived values of the product are greater than cost, it is observed that consumers will purchase that product. Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they prefer to pay a higher price to avoid the risk of any change. Basically, longterm relationships of service loyalty make loyal customers more price tolerant, since loyalty discourages customers from making price parison with other products by shopping around. Price has increasingly bee a focal point in consumers’ judgments of offer value as well as their overall assessment of the retailer . According to Bucklin et al. price significantly influences consumer choice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is described as the quantity of payment or pensation for something. It indicates price as an exchange ratio between goods that pay for each other. Price also municates to the market the pany’s intended value positioning of its product or brand. Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice. Additionally, consumers generally evaluated market price against an internal reference price, before they decide on the attractiveness of the retail price. Style Style is visual appearance, which includes line, silhouette and details affecting consumer perception towards a brand . According to Abraham and Littrell, a posite list of apparel attributes has been generated and one of the conceptual categories is style. Consumers’ judgment depends on the consumers’ level of fashion consciousness, so judgment will be conditioned by their opinion of what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue to repeatedly purchase their fashion garments in stores that are highly fashionable. They gain satisfaction from wearing the latest fashion and style which also satisfies their ego. A research conducted by Duff investigated the niche market in women’s sportswear, and the r